Talking Heads: Sue-Ellen Bowden

Position: Director, Media Solutions

What makes your day at work?

Getting the job done to the highest possible standard. Media planning or buying can be extremely rewarding when you know you've bought better, faster and smarter than others. Knowing I have utilised my client's adspend wisely and seeing ratings on programmes I have bought for them go through the roof is a great feeling. You have to prove you can buy better, and can improve on what's been done in the past.

What is the most important lesson you learned on your way up?

To treat everyone the same, no matter what their role is. From office junior to chief executive, they all count and I find you get a lot further with honey rather than vinegar. There's a great deal of variety in the people I meet, and we are reliant on getting a good position from them. You need them all, so that if anything comes up as a problem they can jump up and get things going for you.

What has been your best moment in business?

Getting my first client signed up. I knew I was on my way then. Every time we sign a new client and prove to them that an independent like us can buy media exceptionally, it is a real buzz. I have a constantly changing hat, in that I work with home manufacturers, bed retailers, and councils. Each one has different objectives, and we need to be very accurate in what we do for them. And there's such a wide range of media available, like papers, billboards, bus bums, television and magazines. The amazing amount of research available to us is excellent - we can target a specific demographic much more accurately with the information.

How have you dealt with the pitfalls in your career?

Take what lessons I can from the experience, and move forward. Learn to see them coming so I can swerve to avoid them next time they appear. Sometimes we meet people who aren't immediately friendly towards us, but it's important to get them onside, and then they soften. They need to trust us, and we need to break through by finding out what they need, and prove ourselves. Not many of them start out grouchy and continue grouchy. If they do, they can always get another agency. Another way to cope is to have a good chardonnay at the end of the day!

What annoys you most?

People not taking pride in their job - and not understanding the essence of good service. I find it irritating that some people just don't understand the importance of their role, no matter how small, when they are part of a team. Nobody should let the team down by doing a slapdash job. It annoys me because it comes back to us in the end - like a recent example where a tape was lost and nobody would take responsibility. Someone wasn't doing their job, but there was no accountability.

What will be the big business issue of the next decade?

As it relates to us, the growth of alternative forms of advertising, and how we can respond to the challenges of a fragmented market. New forms of media are coming into play all the time, and it is a matter of keeping abreast of the evolving market. At the moment it is almost too fragmented, and I don't have a lot of faith in the internet for advertising. Obviously some of the demographics could be targeted - like advertising on a business site for a business demographic, but there will always be alternative forms of media like airline magazines for that group.

What management wisdom is most overrated?

Promoting people to senior roles due to longevity with a company, and not because of skills they possess. I've seen it happen too many times, and on a gender basis too. There can be a bit of an old boys' network, like a club that is very difficult to break into - particularly for women. It's terribly frustrating to see younger people with fresh ideas sitting on the outside. I guess that's an advantage of having my own business.

If you were starting over again, what would you be?

I don't think I'd change a thing. I adore what I do, and have a passion for the industry. It hasn't all been perfect, but I've enjoyed the journey. I started as a nurse, and in a way the empathy I had for patients can be translated to my empathy for clients. Then I worked in television, and I felt I had gone as far as I could. I needed to expand, and of course being self-employed means you make more money! I've had my own agency for five years now and I'm happy.

How do you relax?

I love relaxing on the couch in front of a fire with a good book. I also enjoy walking with my two dogs.

* Sue-Ellen Bowden spoke with Paula Oliver.